top of page
  • Writer's pictureKevin Jones

The Art of Persona Identification: Crafting User-Centric Sports Betting Apps

Gaming Eminence recently discovered Locker Room Labs, a company that was founded earlier this year, and we decided to get in touch with its Co-Founder, Chris Shreeve. In our interview, we asked how crucial persona identification and analysis are when developing sports betting apps. We also sought to understand the process of conducting UX research and design for sports betting apps. Furthermore, we delved into his thoughts on applying agile project management principles to app development. We explored what firms can do to create a distinctive edge in the market and discussed the key performance indicators (KPIs) and metrics he finds most valuable for tracking the success and user engagement of sports betting apps.

GE) Chris, in your experience, how crucial is persona identification and analysis when developing sports betting apps? Can you share insights into your approach to ensuring that apps are tailored to meet the unique preferences and needs of the target audience?

CS) Assessing the relevance of persona identification within the framework of sports betting app development necessitates an initial evaluation of the company's current standing, available resources, and overarching objectives. Personas, essentially, form the bedrock upon which the entire UX design process is constructed, facilitating the creation of a user-centric experience devoid of complications and irritations.

In practical terms, when collaborating with clients, it is common for them to lack the expertise required to accurately propose personas. To address this challenge, our approach commences with an appraisal of the client's technological acumen and their knowledge of the domain. This preliminary understanding enables us to work collaboratively, ensuring a consensus on what the app should deliver prior to commencing the UX process.

For the creation of personas, we collect data from a variety of sources, including market research, competitor analysis, or analogous products, and insights from industry experts. Typically, users are categorized into three primary groups based on their proficiency levels: casual bettors, moderate bettors, and expert bettors.

The prioritisation and sequencing of feature development are subsequently determined based on which of these user segments yield the most significant monetisation. In essence, the greater the availability of resources, the more stages we can integrate into the development process.

Ultimately, we meticulously track analytics to validate our initial forecasts or make necessary adjustments as we gain deeper insights into user behaviour. This data-driven approach ensures that the sports betting app remains finely attuned to user preferences and continues to evolve to meet their evolving needs.

GE) User experience (UX) is paramount for app success. Can you share your expertise on conducting UX research and design for sports betting apps, emphasising how to create a seamless and engaging user experience?

CS) Our research process revolves around two core principles that cater to the specific needs of both small and large companies: understanding our audience and conducting thorough competitive analysis.

For smaller companies, our primary focus remains audience understanding and competitive analysis, enabling us to gain valuable insights into user behaviour and market dynamics.

In the case of larger companies, we expand our research approach to include user interviews. This additional step ensures a deeper understanding of user preferences, needs, and pain points.

In our user-centric approach, we place a strong emphasis on adapting our app to cater to a diverse range of budgets and objectives. This often involves highlighting unique features that set our app apart in the competitive landscape. While common tasks such as bet selection, wager placement, and account management are integral to the sports betting app experience, our goal is to make the distinctive elements of our app easily accessible to users.

During the competitive analysis phase, our commitment lies in continuously enhancing the user experience. This is achieved by refining task flows and proactively addressing potential pain points identified in other apps. We accomplish this by thoroughly reviewing user feedback, app reviews, comments, and other valuable sources of insight. Our objective is to avoid replicating any problematic elements and, in turn, provide an improved user experience.

GE) The sports betting industry is fast-paced. How do you apply agile project management principles to ensure that app development remains flexible, responsive to changes, and delivers high-quality results on time?

CS) The application of Agile project management principles is paramount to ensure flexibility, responsiveness to changes, and the timely delivery of high-quality results.

Agile methodologies are integral to our approach, promoting iterative development cycles that allow for the adaptation of features and functionalities as the industry evolves. Regular stand-up meetings, sprint planning sessions, and continuous integration and testing processes are fundamental components of our Agile framework. This enables us to swiftly respond to shifting market trends, regulatory updates, and user feedback.

Our agile teams operate with a keen focus on prioritising features based on user value and business impact, allowing us to deliver essential components sooner while deferring less critical elements. This strategic feature prioritisation is especially critical in the fast-paced sports betting industry, where market demands, and user preferences can change rapidly.

We emphasise constant collaboration and communication within cross-functional teams, including developers, designers, QA professionals, and product owners. This ensures that everyone is aligned with the project's objectives and fosters a culture of transparency and adaptability with clients.

Regular retrospectives and feedback loops are integral to our Agile methodology. We gather insights from both team members and client stakeholders to identify areas for improvement and refine our processes continuously. By embracing change and embracing a user-centric mindset, we ensure our sports app development process remains highly flexible and responsive, while consistently delivering high-quality results within specified timelines.

GE) Given your experience, how can UX expertise and design philosophy be leveraged to give sports betting apps a distinctive edge in the market, attracting and retaining users in a highly competitive landscape?

CS) In the highly competitive landscape of sports betting apps, user experience (UX) and design philosophy are integral to differentiating your app and ensuring its success. One of the foremost challenges lies in navigating the complex web of regulatory requirements, responsible gambling guidelines, and the incorporation of gamified elements while maintaining fairness.

However, at the core of it all, establishing trust is of utmost importance. Many apps have faced user security concerns, especially when sensitive data such as credit card details is involved. The foundation for trust is laid through an app's design – one that is not only aesthetically pleasing but also secure and transparent in its operations.

To set your app apart and effectively cater to the diverse user base, understanding the unique needs of various demographics is crucial. It's essential to strike a balance that appeals to both younger and older users. User-friendliness is paramount, where the app should be intuitive and free from unnecessary complexity. Personalisation is another key aspect, as users appreciate an experience that aligns with their preferences and habits.

In addition, a high-performing app that maintains seamless operation, even during peak usage times, is fundamental. A positive and uninterrupted user experience is a critical factor in attracting and retaining users in the fiercely competitive sports betting app market. It's the harmonious blend of regulatory compliance, trust-building, personalised design, and seamless functionality that can truly set your app apart.

GE) In your view, what are the key performance indicators (KPIs) and metrics that are most valuable for tracking the success and user engagement of sports betting apps? How can these insights be used to continuously optimise the app and stay ahead in the industry?

CS) Evaluating the success and user engagement of sports betting apps requires tracking many different KPIs and metrics. These insights are instrumental for continuous optimisation and maintaining a competitive edge in this dynamic industry.

User retention rate is a pivotal KPI. It measures the percentage of users who continue using the app over time, reflecting the app's ability to keep users coming back. Conversion rate is equally significant, indicating how efficiently the app converts visitors into active users and bettors, essential for growth and profitability.

Average Revenue Per User (ARPU) provides financial insights by gauging the revenue generated per user, a key factor in assessing overall profitability. Metrics related to betting activity, such as bet frequency, volume, and average size, shed light on user engagement and betting behaviour.

Other relevant metrics include session duration, visit frequency, and churn rate. Longer sessions, frequent visits, and lower churn rates signify positive user engagement and satisfaction.

Moreover, customer support interactions offer valuable feedback for pinpointing areas of improvement. Regular analysis of these KPIs and metrics empowers developers and operators to make data-driven decisions, enhance the user experience, and introduce features aligned with user preferences and industry trends. Adaptability and responsiveness to user needs and evolving industry dynamics are fundamental for staying ahead in the competitive sports betting app landscape.

About our contributor

Chris Shreeve, a 15-year marketing and technology executive with a focus on business development, Chris brings a unique approach to the sports software development space. After founding, scaling and exiting a digital advertising agency, he knew that he wanted to build a new agency in the technology industry, especially in the sports vertical. As the creator of the Locker Room Labs brand, Chris wanted to turn a very technical service offering into something more digestible for the sports technology industry. Leading with thought leadership content, he believes there is white-space in the market for a high quality, US-based software engineering team to be the go-to development shop of the sports industry. Visit


bottom of page